City seeks input as it debuts Old Town branding

Wit the Old Town Plan branding presentation debuting Tuesday at 5 p.m. in City Hall's council chambers, city staff is prepared to get community input.The presentation is part of the culmination of the city's plan to rejuvenate parts of the Ridgecrest downtown area around Balsam Street.

Wit the Old Town Plan branding presentation debuting Tuesday, Nov. 27 at 5 p.m. in City Hall's council chambers, city staff is prepared to get community input.

The presentation is part of the culmination of the city's plan to rejuvenate parts of the Ridgecrest downtown area around Balsam Street.

"The purpose of the Old Town Action Plan is to establish a blueprint for the revitalization of Downtown Ridgecrest and make it an inviting place for visitors and residents," said Ridgecrest City Planner Matthew Alexander Wednesday.

The plan has been in the works since it was conceived of in 2009 as part of the city's revised general plan, according to Alexander.

The decision to move ahead with plans to start revitalizing the downtown stemmed from the city's growth over the last 60 years.

"When Downtown was established as the business and commercial center during the 1950s there were only about 3,000 residents living in Ridgecrest," Alexander said. "Greater Ridgecrest has grown to an urban community with a population of 30,000 today."

With this growth Alexander said came "some problems and concerns with the viability of the City's Central Business District."

Alexander said that while the Old Town Action Plan (OTAP) Committee has made strides since it began working 18 months ago, the missing component was a brand, or marketing strategy.

"Branding will play a significant role in guiding growth and development for the revitalization of Downtown — Ridgecrest's historic and cultural heartland," Alexander said.

Smith, who has more than 30 years of experience and several awards, was instrumental in the revitalization of Downtown Lancaster's project, "The Boulevard." He operates his own Lancaster-based marketing firm.

Smith recently won the seat for California's 36th Assembly seat after serving as Lancaster's vice mayor.

Alexander said that Smith has been an integral part of the visioning process.

"Ron Smith is an extremely creative visionary with excellent design skills," he said.

In addition to bringing years of experience to the table, Alexander said Smith has also done his homework on Ridgecrest's Old Town Plan.

He has met with and enlightened members of the Old Town Action Plan Committee," he said. "I believe that his recommendations benefit Ridgecrest because they offer a fresh, objective and dynamic path for branding the heart of our city."

"I hope everyone enjoys the presentation," Smith said Tuesday. "The staff and some of the committee members I've worked with have all loved it."

Smith said developing a brand was critical for any planning.

"It sets the tone for where you want to go with a downtown," Smith said. "A brand is a promise."

Smith held up Lancaster's downtown, which he was instrumental in help creating.

Page 2 of 2 - "I have escorted people coming up from L.A. County around Downtown Lancaster and when they look around they're shocked," Smith said. "They say 'You have this up here in Antelope Valley?'"

Smith said the branding for Ridgecrest's downtown would be unique from Lancaster's Boulevard project and that focus was key to realize a vision for any downtown area.

"A downtown is the heartbeat of the city," Smith said. "You have to stay focused."